Home / Auto News / News article: Rolls-Royce Mulls SUV Addition to Brand - AutoGuide.com News
 |  Sep 20 2012, 4:01 PM

Rolls-Royce, BMW’s ultra luxury brand, is reportedly considering the possibility of building an SUV.

Despite that, it seems hesitant at best to venture down the same controversial path as Bentley did last March in Geneva when it unveiled the EXP 9 F (seen above) to a crowd of pucker-faced journalists.

Earlier this week, recently appointed Rolls-Royce board member Harald Kreuger discussed the brand’s plans for expansion which include going beyond its current Phantom and Ghost models.

Doing so could be a risky play for the brand. It was only earlier this year that Daimler decided to shutter its Maybach brand because of poor sales. While Rolls-Royce and Bentley are sustaining themselves, largely because of strong demand in the Chinese market, the cost associated with developing a new car would be immense.

Big research and development spending is hardly out of the ordinary for any car company, but pulling the trigger on making a new model that would never expect to see high volume sales is very risky.

The company is also working on offering coupe and convertible versions of its smaller Ghost sedan as well as expanding the limited edition models it offers.

[Source: Inside Line]

  • Rrawson8

    Say it is not so!